I got mine done at a really nice shop (Tommy T's in Huntington Beach) and I didn't feel a thing. Haha, I actually starting laughing because he told me "alright, let's look in the mirror now"...."what?! You pierced it already?! I thought it's supposed to hurt??" haha.
So, 1, I suggest going to a nice shop. 2, I HIGHLY suggest going to a shop that doesn't do a countdown before they push the needle through. I used to go to a shop that did that and I've noticed that it would freak me out and I'd get way more nervous than I should (even though they don't hurt). 3, eat some fruit before you go. 4, DON'T bump it when it's healing!! That's the only time it really hurt.

Personally, I like it. I have a simple little silver one (not the full ring). If you like them, I say go for it!